Blog Writing for Bioregional
Overview
Bioregional is a not-for-profit sustainability consultancy that works with businesses, property developers and local councils and champions their concept of One Planet Living.
I have admired Bioregional’s work for many years, so I was thrilled to start working with them!
The brief
Bioregional wanted a writer with a knowledge of corporate sustainability to craft engaging, SEO-optimised articles for the company’s blog. The aim was to target relevant keywords, provide useful content on that topic, and guide people towards Bioregional’s services pages. With a very small marketing team, Bioregional needed additional support with content creation to boost their internal capacity.
I produced a series of bylined blog articles in late 2024 to early 2025.
The articles
Article 1: How to achieve a net-zero carbon supply chain in 4 steps
Screenshot of the article on the Bioregional website.
Screenshot of the article on the Bioregional website.
Screenshot of the article on the Bioregional website.
Screenshot of the article on the Bioregional website
My approach
Process
For this project, the keyword research and content planning had already been done in-house, so I was working to create articles to target specific keywords. The client also had a rough idea of key points to cover and a working headline, while leaving the details up to me.
For each article, I started my process with some background reading, looking at the articles currently ranking on the first page of Google for the keywords, and brainstorming. Then I put together an outline, including the headline and standfirst, and shared this with the client for approval.
I drafted each article based on the agreed outline, using a mix of desk research, notes from Bioregional and my own knowledge of corporate sustainability topics.
I shared the drafts and we went through a couple of rounds of review, with the marketing manager making minor edits, mainly for brand and tone, and one or two members of Bioregional’s sustainable business team feeding in from a technical perspective. The marketing manager would then build and publish the posts, including creating the branded graphics.
For one of the articles, while my draft was still waiting to be reviewed by the sustainable business team, I noted that it had become somewhat outdated due to the release of the EU’s Omnibus Package, so I proactively edited the draft to incorporate the latest policy updates.
Writing techniques
Writing the articles in Bioregional’s brand voice, which is friendly, positive, and accessible. This means even complex technical topics need to be explained simply, without unnecessary jargon. At the same time, we need to ensure the content provides enough depth to be useful and build trust.
Using empathy to relate to the challenges that the target audience (sustainability managers at large companies) are facing, such as complex regulations and reporting frameworks and multiple demands on their time.
Short and punchy introductions that aim to grab the reader’s attention, empathise with their situation and quickly show what the article will cover.
Making the content scannable and digestible by organising the main points into numbered lists and alternating between one-sentence paragraphs and longer paragraphs.
Ending each article with a segue into how Bioregional can help, quickly showing the team’s expertise, and ending with a clear call to action to learn more. This is meant to drive relevant, qualified traffic to the services pages where users can book a discovery call.
Results and next steps
We produced four high-quality articles that showcase Bioregional’s expertise on key topics that are relevant to their target audience.
The blog posts are performing well compared to other content on the website, particularly the EcoVadis article. Around two weeks after publication, this article was ranking on the first page of Google (positions 2-8) for several of the relevant search terms, and averaging position 14 overall with a 0.7% click-through rate.
Bioregional also repurposed the content into engaging LinkedIn posts, with some of these achieving over 6% engagement rate and driving additional traffic to the website.
Following this project, and based on my advice, I am now working with Bioregional’s subject matter experts to ghostwrite articles that focus on insights from their direct professional experience and highlight their authority on the topic. In the age of generic AI content flooding the internet, the best way to stand out is by leaning into the unique perspective that only you can bring. Google’s E-E-A-T framework for assessing content quality is based on this idea.
For ghostwriting, my approach includes interviewing the author to draw out their ideas on the topic and relevant examples or stories from their experience, and letting their personality shine through in the writing.
Testimonial
“It’s been great working with Tegan – she’s a fantastic writer and thinker, and brings a real thoroughness to all of her work. She’s even gone above and beyond, suggesting really useful ways we can improve our SEO and refine our content strategy.”
Want to chat about your blog writing or ghostwriting project?